Mobile content services from customers' point of view

Lenka Silerova

The paper is an example of researching and handling content services in Eurotel Prague. The strong role of substitutes, primarily the Internet, and limited capability of current hardware represent the main limitations for mobile content services usage.

mobile content from customers' point of view

Defining main barriers and motivators of mobile content usage

Lenka ilerovEurotel Praha

Basic Information about Mobile Content Services Provided by Eurotel

Czech Republic has more than ten million inhabitants, SIM card penetration is about 75%, and user penetration is slightly lower at about 62% of the population. Prepaid cards represent the majority of customers of all three providers. TMobile and Oskar are the other two players in the market, and Eurotel maintains the position of market leader with the highest market and revenue shares.

Currently, content services via mobile telephones are...

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